BITE VOL1

HUMANISING TECHNOLOGY

Issue 17 | November 2015

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 The Future is Video: Google Play’s interactive 360° video let’s you experience all angles

and Absolut Labs’ virtual reality experience.

5-7 Brand Revival: Pernod Ricard creates a global vodka with local production

and a new Clark’s Men’s Edit store targets fashionable urbanites.

8-10 Charity at Christmas: John Lewis puts an old man on the moon in support of Age

UK and Sainsbury’s adopt Mog the Cat to boost awareness of children’s literacy.

TO GET YOU THINKING

11 Fuel your Imagination: The Glacier Project candles are a commentry on

global warming and shop for London’s rough sleepers at Crack + Cider.

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Our average attention span is now less than that of a goldfish. According to a report by Microsoft, which sought to determine the impact of mobile devices and digital media on the human brain, our attention span has dropped to just eight seconds; it is commonly believed the goldfish can manage nine.

The good news is, fuelled by multi-screening, our ability to multi-task has dramatically improved. Today about half the adult population owns a smartphone; by 2020 it will be 80%. Advances in mobile technology will give us instant access to high quality content, wherever we are. A world of no loading or buffering is not that far away.

YouTube already boasts over a billion users and their restlessness to develop unique digital experiences make them an ideal partner for brands looking to use video in more engaging ways. The 2010 award winning Tippexperience pioneered the way for interactive video, allowing the viewer to create their own story. Last year to launch the Civic Type R, Honda and W+K created a dual-sided film where two high-adrenaline tales were brought together with a press of the ‘R’ key.

In 2015, their 10th year, YouTube introduced 360 video. Viewers can now explore every angle by dragging their mouse or moving their phone to shift the POV. As soon as the technology became available brands including Coca Cola and Nike immediately began experimenting. Through the YouTube app it’s now possible to leap into the realms of virtual reality and watch 360 videos with Google Cardboard.

Over the last 10 years the number of hours spent watching video on mobile has increased by 100% year-on-year. As mobile technology becomes more advanced, expect brands to fully immerse us in video experiences, wherever we are in the world.

Read on for examples…

THE FU

TURE IS VIDEO

THE FUTURE IS VIDEOInteractive digital content By Kara Melchers

12kYouTube views

1.1b SPP Insurance quotes annually

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THE FU

TURE IS VIDEO

SPP PUTS THE FUTURE IN YOUR HANDS

Storytellers love to present us with a dystopian vision of the future. Whether on screen or in print, it’s sometimes hard not to feel like we’re heading towards irreversible oblivion.

Swedish pension company SPP wanted to show that the future is what we make it. Their latest campaign is an interactive video allowing the viewer to slide seamlessly between two different visions: one utopian and one dystopian.

In the utopian world, fresh food is transported directly from farms by drones, public transport is ubiquitous, and air and water quality is pure. In the dystopian, rubbish piles up, masks must be worn outside, and traffic dominates the landscape.

SPP wants to remind us that ‘Saving sustainably pays off.’ All SPP funds are only invested in environmentally and ethically sound ways and the company prides itself on being one of the world’s most sustainable.

Directed by: Patrik Gyllström, B-Reel Films

Agency: M&C Saatchi, Stockholm

GOOGLE PLAY MUSIC’S 360° VIDEOBig Spaceship teamed up with experiential design agency Fake Love to drive

awareness of Google Play Music by creating a 360 degree video experience. The story aims to communicate that there’s a Google Play Music radio

station for every moment - the big move, the open road and every new start. The video uses YouTube’s latest production capabilities to encourage the

viewer to experience the music in 360 degrees, increasing engagement and dwell time. Agency: Big Spaceship, New York & Fake Love, New York

AN INTERACTIVE HONDA ADVENTURETrue Adventure is an interactive YouTube video created to launch Honda’s

new adventure bike. The film shows off the capabilities of the bike to tackle the dramatic changing landscapes of Africa. The viewer is invited to choose

which path the bike should take, creating their own journey and increasing engagement time with the film. The campaign aims to gain greater standout

in the adventure bikes market and is supported by additional film content, digital and press ads.Agency: Southpaw, Tunbridge Wells

ABSOLUT LABS VIRTUAL REALITY EXPERIENCEThe first campaign to emerge from Absolut Labs is Absolut Reality. A global

digital platform where artists can collaborate with the Absolut brand to create work that brings music, art and technology together through 360 degree

virtual reality. Anyone can request a limited edition Absolut Reality headset and turn their smartphone into a virtual reality device. This new global

platform gives people around the world access to exclusive Absolut experiences. Agency: Forever Beta, New York

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THE FU

TURE IS VIDEO

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BRAND REVIVAL

In 2005 Kate Moss wore a pair of Hunter wellies to Glastonbury. The pictures went global and the 150-year-old company saw demand soar. Hunter leveraged their newly acclaimed fashion credibility splitting the brand for two polar audiences - Hunter Field, a newer range with a focus on product innovation, and Hunter Original for the growing fashion follower.

In a world of unlimited choice we often look for comfort in what we know and heritage brands by nature are often embedded in the fabric of our society. Clever marketing and product innovation can help a company remain relevant for a new audience.

In 2006 Angela Ahrendts became CEO of Burberry and turned an aging British icon into a global luxury brand by capitalising on its historic core. “We would reinforce our heritage, our Britishness, by emphasising and growing our core luxury products, innovating them and keeping them at the heart of everything we did… We also had to rethink our entire marketing approach for Millennial customers - to make it digital,” she wrote in an article for Harvard Business Review.

It’s not just fashion, Aspall Cyder at 284 years is the oldest family-run business in the list of Britain’s CoolBrands. “We’re very lucky that we have a long and rich heritage to bring into conversation… It just helps cement the position that everything we do is steeped in authenticity,” said Henry Chevallier Guild, who runs Aspall. On the back of a food revolution they have diversified into a cooking ingredient, with supporting digital content that offers recipe inspiration.

Some of our best loved brands are seeing a revival through the winning combination of heritage and innovation, being careful not to lose sight of their current audience as they innovate for a new customer.

Read on for examples…

BRAND REVIVAL The winning combination of heritage and innovationBy Kara Melchers

10cities

2years to get approval

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BRAND REVIVALPERNOD RICARD CREATE A GLOBAL VODKA WITH LOCAL PRODUCTION

Pernod Ricard’s Innovation team knew they could create a great vodka, but they wanted an authentic story and a product with new relevance. Our/Vodka not only challenged the category, but the entire Pernod Ricard business model.

Setting out with the desire to do something completely different, the team had a vision to create a global vodka with local production by independent entrepreneurs all over the world. The result would give residents from cities including Berlin, London, Amsterdam and Seattle, their own small piece of the brand.

Central to the idea was sharing profit and eliminating distribution, which is why it had to be pitched internally to Pernod Ricard seven times before being given the go-ahead.

The vodka is partly distilled, blended and hand bottled in urban micro-distilleries that are specially built in each city. It is made with ingredients sourced as locally as possible whilst adhering to a global recipe. Our/Vodka always looks the same but each city gives its name and character to the product.

Agency: Great Works, Stockholm

CLARKS MEN’S EDIT TARGETS FASHIONABLE URBANITES Heritage brand Clarks Shoes wanted to convince young, trendy males that

their men’s collection was stylish and credible. To help achieve this they created a designer pop-up shop in Covent Garden, that put the shoes in a totally different context. The shop launched with an exclusive event covered

by the elite fashion press, and enabling the brand to appear alongside other aspirational menswear brands. The result was a product sell-out with 80% of

customers new to the Clarks Men’s range.Agency: Portas, London

GEORGETOWN OPTICIANS CHANNEL WES ANDERSONFamily-owned Georgetown Opticians, based in Washington D.C., transformed from a conventional retailer into an instant iconic fashion

brand with a quirky film to promote their eyewear. Part of their #OurFamilyKnowsGlasses campaign, the Wes Anderson inspired piece

plays on their family heritage and tells the story of eccentric, eye-obsessed siblings growing up. Agency: Design Army, Washington D.C.

RE-INVIGORATING THE ROYAL NAVY ONLINETo help attract fresh recruits and inspire existing staff, the Royal Navy wanted

to tell the stories of adventure and bravery that live at the heart of the institution. This meant identifying two audiences – the personal and the

political – and to develop a digital strategy for each. The Royal Navy has an amazing heritage, one that touches most families in some way.

A content-first, mobile responsive website was designed to house the new and historical stories and inspire the next generation on Royal Navy candidates. Agency: E3 Media, Bristol

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BRAND REVIVAL

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CHARITY AT CH

RISTMAS

As the saying goes, it’s better to give than to receive, particularly at Christmas. Retailers love to encourage us to spread the festive cheer with friends, family, pets, neighbours and even ourselves. Who cares who we’re giving to, as long as we’re giving.

But who are the retailers giving to? This month we saw Pret A Manger donate their entire media space to five charities. ‘A Little Thank You’ is a way of reaching Pret’s two million customers a week with a more poignant Christmas message.

Charitable relationships can have a commercial benefit too. Research shows that 88% of consumers say they are more likely to buy from a company that supports and engages in activities to improve society. While it’s not unusual for new companies to adopt a triple bottom line: social, environmental and financial, it seems to be harder for larger organisations to act with social consciousness in a genuine way.

What the larger retailers can offer is awareness, particularly around Christmas when their ads are released to the same fanfare as those for the American Superbowl. Last year Sainsbury’s centred their campaign around the famous ‘Christmas Day truce’ football match between British and German forces. The campaign was developed in partnership with the Royal British Legion and marked the event’s 100th anniversary. This year their exclusive Mog the Cat story sits at the heart of a ‘Read On. Get On.’ coalition, which highlights the issue of child literacy in the UK.

A Mumsnet poll chose John Lewis as their favourite Christmas ad this year, with Sainsbury’s coming second. Both of these brands put the charity partnership at the heart of the creative concept. This shared sense of compassion and empathy can help to build a genuine connection between the brand and customer.

Read on for examples…

CHARITY AT CHRISTMAS How shared empathy can boost brand value

By Kara Melchers

25% of merchandise sales goes to Age UK

£5goes to Age UK when you text MOON

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JOHN LEWIS PUTS AN OLD MAN ON THE MOON

This Christmas the story of a lonely old man sits at the heart of John Lewis’ campaign. Working with their existing charity partner, Age UK, the story highlights the plight of a million older people who can often go a whole month without speaking to anyone.

On the day The Man On The Moon ad launched, John Lewis were contacted every two minutes with donations, volunteer offers and enquiries about the charity. The second phase of activity is a fundraising appeal featuring unseen footage from the set of Man on The Moon, narrated by Dame Helen Mirren and made by John Lewis for Age UK. The appeal highlights the loneliness some older people may experience this Christmas and calls on viewers to help make a difference.

Events are also taking place in John Lewis shops across the country, as branches are paired with a local Age UK group to support a Christmas lunch or social event. As the festive season approaches Age UK is calling on people to remember those facing Christmas alone and help make a difference to older people’s lives by donating.

Agency: adam&eveDDB, London

CHARITY AT CH

RISTMAS

SAINSBURY’S ADOPT MOG THE CATSainsbury’s approached Judith Kerr and her publisher HarperCollins

Children’s Books, to collaborate on a new Mog the Cat story for their Christmas campaign. Designed to entertain children and families, the story

is extended to an illustrated book and soft toy, exclusive to Sainsbury’s. All proceeds from the sale will go to Save the Children, to improve child

literacy in the UK and support their work as part of the ‘Read On. Get On.’ coalition. The media spend behind the campaign will provide a platform for

Save the Children to talk about the importance of reading to a child’s future.Agency: AMVBBDO, London

MAKE A WISH WITH MACY’S MAGIC PENMake A Wish is one of the leading US children’s charities, granting a wish

every 37 minutes. Macy’s have been a supporter since 2003. This Christmas they collaborated on The Wish Writer campaign, which tells the story of a

magical pen that lets a young girl spread Christmas joy to others. The story is brought to life through an app, proceeds of which go to the

charity. There’s also a space on the Macy’s website where letters to Santa are rewarded with a donation.

Agency: JWT, New York

STARBUCKS NEIGHBOURLY RED CUP CAMPAIGNIn the lead up to Christmas, Starbucks is offering £150k to local charities as

part of their #RedCupCheer campaign, designed to “celebrate the work of smaller charities and local causes in the UK.” The initiative is run in partnership with neighbourly.com and rewards the charities who make the most social

media ‘noise’ via Twitter and social network neighbourly.com using the #RedCupCheer hashtag. Those with the most social media support on 6th December receive a Red Cup Grant of £1,000, whilst runners up receive £500.Agency: In-house

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CHARITY AT CH

RISTMAS

FUEL YOUR IMAGINATION: find inspiration beyond marketing

Artist Inge Prader uses carefully posed models and intricately crafted props to duplicate some of Gustav Klimt’s most iconic masterworks.

http://bit.ly/1SZHq4I

Mexican illustrator Elena Boils creates her series Holiday Homes from a mixture of digital lines and free-hand brush strokes.http://bit.ly/1Hk7eIj

Icelandic designer Brynjar Sigurðarson crafted a series of candles to look like ice forms. The Glacier Project is a commentary on global warming.http://bit.ly/1ShzPhQ

Tutti Frutti is a series of 10 glass sculptures designed for displaying fruit, by Italian research studio Fabrica.

http://bit.ly/1PLVOQ5

Crack + Cider, a pop-up at One Good Deed Today, encourages customers to buy an item, for one of London’s thousands of rough sleepers.

http://bit.ly/1P5TQKt

Cross-stitch House by Melbourne-based FMD Architects has a series of supporting wooden columns and beams to look like stitches.http://bit.ly/1kRt8bM

POP-UP

ARCHITECTURE

DESIGN

SCULPTURE

ART

ILLUSTRATION

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